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10 Reasons to Create Your Next Ad Campaign in Cleveland

Are you looking to create a great advertising campaign for your organization? Come to Cleveland. While we’re not Madison Avenue or even Michigan Avenue, some of the best advertising and marketing campaigns in America are being produced in Northeast Ohio. Here are 10 reasons why Cleveland, Ohio is a terrific advertising town and a great place to create and execute a smart marketing strategy....

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6 Marketing Lessons I Learned as the Mother of the Bride

Brides are spending big money on weddings. According to the Wedding Report, the cost of an average wedding in the U.S. is $25,200. Market research firm IBISWorld estimates that the U.S. wedding industry has grown to $55 billion in annual sales. That’s a lot of cake, tulle, and flowers – and as the mother of the bride, I can tell you from personal experience that it’s also a fascinating example of what works (or doesn’t work) in sales and marketing. Here are six lessons for your smart marketing strategy that...

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Is that Super Bowl Ad a Smart Marketing Strategy?

The Super Bowl is marketing nirvana for advertisers. Not only is it the most-viewed TV program of the year, but viewers are almost as interested in the ads as the game. But how do you know if a Super Bowl ad will be a winner -- and a smart marketing strategy? Here's my annual guide for how to evaluate the marketing effectiveness of Super Bowl advertising....

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The Best & Worst of Agent/Dealer Direct Mail: 2 Case Studies

Direct mail is a common marketing tactic for supporting dealers and agents who sell consumer products and services. Using geographically targeted data, the home office or corporate headquarters sends direct mail to prospects with content personalized to the local dealer or agent. When it works, it can be marketing dynamite. Effective agent/dealer campaigns generate leads from qualified buyers, drive retail traffic, and make the phones ring. When it fails, it can be a disaster. Campaigns that miss the mark irritate prospects, waste the marketer’s money, and wind up in the trash. Here are...

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Media Marketing Strategies | Smart Marketing Cleveland

Paid, Owned & Earned Media: Why Marketers Need All Three

The term “media” used to have a simple definition in marketing: "Media" were the paid advertising channels marketers used to deliver promotional messages to prospects. But today’s definition of "media" is decidedly different. If fact, there are three kinds of media that belong in a marketing plan: Paid, owned, and earned media. Here’s what "media" means today and why paid, owned, and earned media should be part of your smart marketing strategy. New Elements of a "Media" Plan When I studied advertising at Ohio University, my textbook defined a media plan as “the overall...

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Sales Presentation Success | Gianfagna Strategic Marketing Ohio

Sales Pitch Fails: 7 Errors to Avoid in Your Next Presentation

You’re about to make a sales presentation to a prospective customer. You have the right experience, the right products and services, and competitive pricing. You’re an ideal fit for the customer’s needs. This should be a winning sales formula. But too often, it isn’t, because vendors make dumb mistakes during presentations that cost them the business. Here are seven things NOT to do when making a sales pitch to a prospect....

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